Common questions about Google Ads and past campaign management.
User Acquisition Interview Questions
254 user acquisition interview questions shared by candidates
You’re starting to manage FB campaigns for a live game. Describe your strategy: ● How are you evaluating the previous UA activity, what are the main KPIs you’re looking Into? -First, I try to understand the target audience of the game. Then focus on existing conversions and attributions together with OKRs / KPIs. Run exploratory data analysis focusing on performance, similarities and differences between audience segments, ad formats, creatives, countries and languages. Check existing CTR,CAC, LTV, LTV/CAC, Retention and ROAS. ● How are you making sure that you’re using the accurate data to evaluate UA activity? -I control upper funnel metrics on Facebook itself. Do the crosscheck with existing app analytic tools. Make sure the pipeline is working well. Also, check existing events / goals set up. ● How are you making the audiences for targeting? Which tools are you using? What are the options if you want your audiences to be updated automatically? What are the audience sizes you’re aiming for? -First I check the existing audiences performance. Make sure all audiences are covered the game was developed for. Utilize facebook audience insight tools and App acquisition ads best practices from FB. Custom audiences allow auto updates. Start together with broader audiences and narrowed audiences below to optimize for both precision and scale. Broad / core audiences based on geo and demographics. Interested in mobile games Competitors Page fans Relevant 3rd party audiences. LAL audiences based on existing user personas. Make sure events are set up. My app most engaged users + who made purchases. Custom audiences ● What is your creative strategy? What ad types and creative themes will you use, how many ads per ad set will you have? How are you testing new creatives? I start with 3 different themes (exp: Romantic themed, cooking based themed, competitive themed for Delicious game) and include 3 different creatives within each theme. Themes has different concept than each other based on initial hypothesis but images within the theme are very similar to each other with slight differences for conversion optimization. Would like to utilize static, video and carousel. For testing purposes, I utilize the dynamic ads feature of FB. ● How are you predicting the profitability of your campaigns (short-term and long-term)? I create a LTV prediction model based on relevant variables and existing retention and revenue metrics. Focus on the most profitable - highest LTV/CAC- campaign, audience and user personas and try to find more similar audiences of best performing ones in the short run. Focus on their retention and loyalty in the long run. ● What kind of optimization goals and bidding will you use? Based on overall acquisition budget and revenue targets, I calculate unit metrics including cpc, cpi and determine ideal / max bid for conversion. ● How would you execute retargeting campaigns? What audience will you target and how would you measure that? First, I check users' milestones in their journey. Install to activation, depth of first session, first purchase etc. Every segment will have their churn moment in their journey. I create few segments based on those milestones and set different remarketing campaigns to bring them back and continue on their journey. I make sure all relevant events are properly set up to remarketing audience creation. ● You need to report to stakeholders on a biweekly cadence. What would your regular report contain? Comparison with previous period % of target achieved KPIs / OKRs agreed before launch.
They are very interested in you being able to solve problem that would require some math. You'll need to be able to do it in your head. Even if you know how to solve it with a calculator, you can't.
What's your notice period and salary expectations?
1st round HR asked general questions about past experience in marketing & paid media. 2nd round with a co-worker that would directly work with, asked questions about team collab & basic understanding of paid media channels. 3rd round with direct manager, had more detailed discussion on paid media strategies.
What is the focus KPI for hyper casual game - ROI or ROAS?
It was a long time ago. I can't remember.
What would you do in case the results are decreased
You have one cow. Let me know how many people you will feed With that cow. How did you get to this number?
My experience with different advertising channels particularly within the gaming industry
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